Study On Components And Measurement Of Customer Value In Bussiness To Customer Market

With the rapid development of market competition, customer value as source of competitive advantage has been paid more and more attention by management scholars and business practitioners. In recent years, the research development has been greatly, and many other researches on customer value have also been begun. But customer value research itself is not yet perfect, the constitution research is not comprehensive enough, the research into the measurement system is not enough. The constitution is a basic study benlongs to customer value research, which is not only the premise of measures research, but also the basis of customer value communication, delivery and innovation and many other aspects of its research. The measurement research of customer value is a bridge that links the theory and practice. Only after every thing has accurate way to be measured, then the actual work could be guided better. Research shows these two aspects are of great significance, so the structure and measurement of customer value are studied.Before the study, the paper seriously analyzed and sorted actuality of correlative literature and theory to find direction, content and purpose of research. It analyzed the definition and character of marketing crisis and mechanism, and settled the basis for latter study. And then it mainly studied several following aspects.The method of question focusing interview has been used to 5 kinds of products, and 11 interviewees has been interviewed. 172 concepts have been extracted from the interview information, summarized into 7 categories. Through the canonical model, the main category is to identify as comparison; vice-category is determine as goal, income value, cost, time, external factor and action, and the category relations finally have been established. According to the analysis result of model, proposes and analyzes the customer value formation mechanism.In the foundation of the customer value forms research , unifies the existing customer value constitution theory, established the customer value constitution model; researchs the goal level, obtained level,cost level and the external agency factor's constitution of the model, divides the goal level into the direct purpose and the final goal, the obtained level value into the product value, service value, relational value and the social value,the cost level value into the money cost, time cost, energy cost, physical strength cost, opportunity cost,venture capital and the psychological cost, divides the external agency factor into the competitor behavior,scene,consumer correlation factor,macroscopic environmental factor and other people influence, and carries on the analysis to these constitution factor; explained customer value all characteristics with the establishment constitution model. In the foundation of the customers' value forms research , unifies the survey need to customer value of enterprise , establishes the customer value survey model,analyzes the four kind of surveys be used in enterprise's application of the model;uses union analytic method unifies with the multistage fuzzy judgment methods to study the first kind of survey; analyzes the customer value interior to constitute the type which between various essential factors relates, uses structural equation modelling to survey the customer goal level essential factor to the obtained level essential factor influence ( belongs to the second kind of survey); establishes the external agency factor the analysis management flow, uses mutation theory and the normal distribution fitting survey competitor behavior (belongs to third kind of survey) to the customer value influence; analyzes the customer value dynamic suggestion factor, proposed that take the time as the line and take the factor as the line these two kind of dynamic measuring technique, take enterprise's advertisement behavior as the example, imitates the condition birth-death process in the queuing theory , establishes the measure equation of the customer value change that under the enterprise influence ( belongs to the fourth kind of survey).Basing on the study composition and measurement, the approaches and strategies of customer value enhancement are analysed. The conclusion is that companies can enhance customer value through four ways, such as improvement of real value provided by company, improvement of customer's perception value, improvement of index weight of advantage value, and decrease of customer inner value.